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Branded Treasure Hunts

Michael Kors' Wonderlust Collection Includes a 'Fantasy Island' Activation

— July 19, 2019 — Marketing
Fashion powerhouse Michael Kors launched its new Wonderlust Collection of fragrances in partnership with Estée Lauder with the 'Fantasy Island' experience -- an interactive treasure hunt in New York. The launch also features Gigi Hadid and includes three scents: 'Michael Kors Wonderlust Eau de Parfum' that has oriental gourmand "that evokes never-ending exploration," 'Michael Kors Wonderlust Sublime' with scents that are reminiscent of summer, and 'Michael Kors Wonderlust Eau Fresh' for a light and floral aroma.

The interactive treasure hunt is at Rockefeller Center Boutique and includes exclusive prizes, free samples, and memorable social media moments. Participants can use an experience map in order to navigate the "stops," which include a photo booth, scent bar, and a "shellphone." The interactive event is a great way to engage consumers through curated prizes and giveaways.


Image Credit: Instagram/@gigihadid
Trend Themes
1. Interactive Treasure Hunts - Integrating interactive treasure hunts into product launches and experiences can increase consumer engagement and create memorable moments.
2. Curated Prize Giveaways - Curating unique prizes, such as exclusive items or experiences, for interactive events can incentivize consumers to participate and share on social media.
3. Limited Edition Collections - Launching limited edition collections, such as Michael Kors' Wonderlust fragrance line, can generate excitement and exclusivity among consumers while leveraging partnerships for wider reach.
Industry Implications
1. Fashion and Beauty - The fashion and beauty industry can leverage interactive events and curated prizes to create unique experiences for customers and increase brand loyalty.
2. Retail - Interactive treasure hunts and limited edition collections can drive foot traffic and sales in retail spaces while providing a memorable shopping experience for customers.
3. Marketing and Advertising - Interactive events and curated prizes present opportunities for marketing and advertising agencies to create engaging campaigns and leverage social media for wider reach and brand awareness.
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